Brand Strategy & Growth Architecture Program

Over the past months, I’ve been working with LunaTree on a new tourism concept that goes beyond traditional accommodation. The idea is simple but powerful: create hotels that are not just a place to stay, but a base of discovery — connecting guests to the land, culture, and experiences around them.

To bring this vision to life, I developed the entire strategic foundation of the project:

• Brand language and full communication architecture • Complete competitive and pricing analysis for a new international location • Benchmarking how other players position themselves and identifying clear gaps & opportunities • Strategic partnerships with local entities to build meaningful guest experiences and packaged offers • End-to-end social media strategy, content pillars, and communication flows • Full business plan, including marketing plan, SWOT, and customer journey • SEM, SEO, and copywriting for all communication channels • Complete 5-year financial plan, with assumptions, forecasting, budgets, and revenue modeling • Materials designed for both guests and staff to guarantee consistency and service standards

I also took ownership of the digital foundation: • Defined the entire website structure, categories, UX logic, and content map • Collaborated with the IT team on PMS integrations (check-ins, check-outs, channel management, and operational workflows) to ensure the project is ready for real-world execution in a new country.

This has been a true 360º Branding & Growth Architecture project — aligning vision, market strategy, digital identity, operations, and financial viability into one cohesive system.

If you’re building something from the ground up and want the same level of clarity, structure, and strategic depth, feel free to reach out!